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March, 2012

© ColourMind.com 2012 3

Heineken


I drink with mates

I drink with friends

pub

restaurant

brewer

waiter

waitress

?

(Source: ColourMind for Heineken)


I drink with mates

I drink with friends

pub

restaurant

brewer

waiter

waitress

(Source: ColourMind for Heineken)


Tested on Thousands

7

Fo

cu

s G

ro

up

s


Lozenges forthroats and mouth


Healing

Functional

Medicine

Without chemicals

NaturalRelief

Pharmacy

Pharmacist

Helper

Safe


Relief

Long lasting

Natural

No chemicals

Medicine

Pharmacist

Relief

Fast

Strong

Tasty

Candy

Supermarket

Client Competitors


Mining Company

Insurance Company


It is not about insurance

It is about a relationship

MedicalSupplies Company


Vnímání inkontinence

0,0

2,0

4,0

6,0

8,0

10,0

12,0

14,0

16,0

18,0

? Competitor

Brand 1

Source: Hartman-Rico


Summary

Brand 1 Competitor

Problem Urinary incontinenceLight urinary incontinence

ProductAromatic tabSpecial tabAbsorbent tab

TabInco-tabAbsorbent tab

CommunicationYou can feel however youwant. We solve yourproblem.

Says what the consumershould feel and do.

• With what to communicate

Television, Internet, Radio, Fun, Magazine

Radio, Internet

• With whom to communicate

Friend, family, consultation.

Doctor, druggist.

• Where to communicate

Waiting rooms Drugstores

Consumer

• Expects quality, consultation.

• Ready for a long-term relationship, action andcare.

• Tell me what to do andhow.

• Don’t stop or you will lose me.

N = 1102 women, internet population,

Data collection by MEDIARESEARCH, a.s., October 2010


Before After

Source: Hartman-Rico


fast

cost efficentcross cultural EA

SY

TO

US

E


BusinessDevelopmentOpportunities


Thank you for your attention

WWW.COLOURMIND.COM

[email protected]

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